Mobile phone marketing, otherwise known as digital marketing, is the newest evolution of direct promotion. Direct promotion has always been chosen by businesses as a specialized and focused way of reaching new consumers and, with the popularity of cell phones, SMS marketing has risen in usage. Mobile marketing is perhaps best defined as the practice of advertising products and services using digital distribution channels to reach consumers in a fast, appropriate, personal and economic way.
The most popular example of mobile marketing is SMS marketing, which has expanded rapidly in Europe and Asia. It is thought that several hundred million promotional messages are sent through SMS every month in Europe alone. SMS stands for 'short message service' and is a communication form specific to cell phones where a short message can be quickly sent to any mobile phone user. As well as sending material to customers, advertisers can often encourage customers to participate in promotional and brand exposure campaigns by encouraging customers to SMS a particular number at an event in order to enter a competition, to receive a gift or to have their text displayed on a multimedia wall at an event. All of these methods engages the customer through the medium of SMS and creates brand awareness.
There are many other types of digital marketing. One example is sending messages via MMS, which is a multimedia version of SMS, allowing consumers to receive messages with color, pictures and video. There is also mobile web marketing, where companies publicize marketing aims through websites accessed by mobiles. Publicists often make innovative use of SMS marketing such as location-based services where consumers are offered specific promotions and other network-related information and promotional material based on their location. With the range of methods and options available to marketers, it is no wonder that a recent marketing survey found that 89% of major brands planned to promote their products through digital marketing by the end of 2008.
Mobile marketing is an example of what is known within the industry as "push" marketing. The idea behind push marketing is that that the business has to send (push) the information to the consumer in order for the material to be received. This is different to "pull" marketing, a passive form of promotion, where it is customers who seek out the content from sources such as websites or blogs.
There are many advantages to SMS marketing. Primarily, the attraction is that this mode of promotion can be tailored to the consumer. This is the ideal in marketing as it means getting the material specifically to the audience it's aimed at, rather than squandering money on an broad campaign. The specialization allowed by this type of promotions, which results in a more cost-effective campaign, is one reason why a high return on investment is possible with SMS marketing. Another advantage of SMS marketing is the detailed tracking and reporting of recipients it allows. Through this medium, promoters can track how many customers viewed their information and also access detailed data about each consumer such as their name, their age, their demographic and where they're located. This allows a business to develop profiles of their users; data which then guides future promotional campaigns and, ideally, their success.
It is noted in the industry that push marketing, of which SMS marketing is a type, can help drive new revenue and brand reinforcement if it is implemented correctly and appropriately. This is because it makes users aware of new events that they may not think to enquire about already and the way a message is written, and even the fact that the material is being delivered by a innovative, hip medium such as text, can say a lot about a brand and a business.
There are, however, some negatives to SMS marketing. Inherently, it requires a mechanism - the mobile phone - in order to send information. The company, as well, has to make use of specific equipment and applications in order to deliver the message to consumers, which can involve sizeable outgoings. Another negative is the fact that SMS marketing is heavily regulated by the telecommunications industry in response to customer disquiet about what data and marketing they get shown. Most Western nations have laws in place that compel businesses to receive the approval of consumers before promotional information is received by them and must clearly give them with an 'opt out' option if they want to stop receiving content. If businesses are found to be in violation of these laws, network providers can block marketing material by businesses.
As mobile technology grows, SMS marketing will surely continue to rise in relevance. - 15431
The most popular example of mobile marketing is SMS marketing, which has expanded rapidly in Europe and Asia. It is thought that several hundred million promotional messages are sent through SMS every month in Europe alone. SMS stands for 'short message service' and is a communication form specific to cell phones where a short message can be quickly sent to any mobile phone user. As well as sending material to customers, advertisers can often encourage customers to participate in promotional and brand exposure campaigns by encouraging customers to SMS a particular number at an event in order to enter a competition, to receive a gift or to have their text displayed on a multimedia wall at an event. All of these methods engages the customer through the medium of SMS and creates brand awareness.
There are many other types of digital marketing. One example is sending messages via MMS, which is a multimedia version of SMS, allowing consumers to receive messages with color, pictures and video. There is also mobile web marketing, where companies publicize marketing aims through websites accessed by mobiles. Publicists often make innovative use of SMS marketing such as location-based services where consumers are offered specific promotions and other network-related information and promotional material based on their location. With the range of methods and options available to marketers, it is no wonder that a recent marketing survey found that 89% of major brands planned to promote their products through digital marketing by the end of 2008.
Mobile marketing is an example of what is known within the industry as "push" marketing. The idea behind push marketing is that that the business has to send (push) the information to the consumer in order for the material to be received. This is different to "pull" marketing, a passive form of promotion, where it is customers who seek out the content from sources such as websites or blogs.
There are many advantages to SMS marketing. Primarily, the attraction is that this mode of promotion can be tailored to the consumer. This is the ideal in marketing as it means getting the material specifically to the audience it's aimed at, rather than squandering money on an broad campaign. The specialization allowed by this type of promotions, which results in a more cost-effective campaign, is one reason why a high return on investment is possible with SMS marketing. Another advantage of SMS marketing is the detailed tracking and reporting of recipients it allows. Through this medium, promoters can track how many customers viewed their information and also access detailed data about each consumer such as their name, their age, their demographic and where they're located. This allows a business to develop profiles of their users; data which then guides future promotional campaigns and, ideally, their success.
It is noted in the industry that push marketing, of which SMS marketing is a type, can help drive new revenue and brand reinforcement if it is implemented correctly and appropriately. This is because it makes users aware of new events that they may not think to enquire about already and the way a message is written, and even the fact that the material is being delivered by a innovative, hip medium such as text, can say a lot about a brand and a business.
There are, however, some negatives to SMS marketing. Inherently, it requires a mechanism - the mobile phone - in order to send information. The company, as well, has to make use of specific equipment and applications in order to deliver the message to consumers, which can involve sizeable outgoings. Another negative is the fact that SMS marketing is heavily regulated by the telecommunications industry in response to customer disquiet about what data and marketing they get shown. Most Western nations have laws in place that compel businesses to receive the approval of consumers before promotional information is received by them and must clearly give them with an 'opt out' option if they want to stop receiving content. If businesses are found to be in violation of these laws, network providers can block marketing material by businesses.
As mobile technology grows, SMS marketing will surely continue to rise in relevance. - 15431
About the Author:
The writers details: Hugh Roberts has many years mobile management delivery. For mobile phone marketing get free details on sms marketing
